Agenda

Recap

Survey Methods

Types of survey Methods

Advantages and Disadvantages

Criteria for Choosing

Increasing Response Rates

Observation Methods

Advantages and Disadvantages

Examples

Break

Group time

What are Surveys and how do they differ from qualitative methods such as focus groups and depth interviews?

Types of Surveys

Telephone interviews

in-home interviews

Mall intercept interviews

Computer assisted personal interviews

Mail interviews

Mail panels

Electronic surveys

What criteria will influence the type of survey method used?

Flexibility of data collection

Diversity of questions

Use of Physical Stimuli

Sample Control

Control of the Data Collection Environment

Control of the Field Force

Quantity of Data

Response rate

Perceived Anonymity

Social Desirability

Potential for Interviewer Bias

Speed

Cost

How Can Response Rates Be improved?

What does gathering data through Observation entail

What are the advantages of observational data collection as opposed to surveys?

What are the relative disadvantages of observational data collection as opposed to surveys?

Your company makes the new flip and fold device. You want to find out what consumers think about it and how much they are willing to pay. What sort of survey technique do you use and why. Who do you target in your survey

Your company has just launched a new brand of pancake syrup. In order to improve sales the marketing department would like to know why consumers but the brands and sizes they do. How would you go about collecting this information?

Calgary Transit would like to conduct a ridership survey. Funds are limited but they need a relatively large sample. How would you suggest they gather the information?